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 » MIT OpenCourseWare » Sloan School of Management » Introduction to Marketing, Spring 2004

Readings

The materials listed as required readings in the table below are provided in the course packet. Students should be ready to discuss the major ideas they contain. There are also four articles, written by Prof. John Hauser, available in full.
  1. Note on Mathematical Derivation of Unilateral Incentives (PDF)
  2. Note on Defensive Marketing Strategy (PDF)
  3. Note on Life Cycle Diffusion Models (PDF)
  4. Note on the Voice of the Customer (PDF)

Background Readings

Prof. Hauser has also included background readings in the syllabus and course packet. These readings provide additional insight for those students who desire more information about the topic. I have not required these readings because I am sensitive to the total amount of material required by all of the courses that you are taking this semester. We will draw on some of the material from these readings in class and you should skim them for the basic information.

For example, this reading in 15.900 provides background for the Brita case with a technology-strategy perspective on this marketing case: Bower, Joseph L., and Clayton M. Christensen. "Disruptive Technologies: Catching the Wave." Harvard Business Review (January 1995). Reprint No. 95103. Most of the discussion of the case will be focused on marketing, but many students may wish to explore how this material relates to cases covered in 15.900. I am coordinating with the 15.900 instructors on this material so that (1) we minimize overlap and (2) reinforce the two interrelated subjects of study.

Research-Related Readings

One of the strengths of Sloan is our opportunity to bring cutting-edge research into the classroom to augment the introductory material. I will try to distill this research in the theory-discussion sessions. Although much of this material is published in professional journals, it is also available in pre-publication form. To save copying costs, I will provide pre-publication working papers in class, and citations are given below. Please treat these research-related readings as background readings.

SES # TOPICS TYPES READINGS
1 Marketing (4P's, 5C's)† and Positioning (Company skills) Theory Dolan, Robert J. "Note on Marketing Strategy." Boston, MA: Harvard Business School, 2000. Case No. 9-598-061.

Dolan, Robert J. "Perceptual Mapping: A Manager's Guide." Boston, MA: Harvard Business School, 1990. Case No. 9-590-121.

Trout, Jack, and Steve Rivkin. Differentiate or Die: Survival in Our Era of Killer Competition. John Wiley & Sons, 2001. ISBN: 0-471-02892-4.
2 Barco Projection Systems: Worldwide Niche Marketing Case Moriarty Jr., Rowland T., and Krista McQuade. "Barco Projection Systems (A): Worldwide Niche Marketing." Boston, MA: Harvard Business School, 2002. Case No. 9-591-133.
3 Calyx and Corolla* Case Salmon, Walter J., and David Wylie. "Calyx & Corolla." Boston, MA: Harvard Business School, 1995. Case No. 9-592-035.

Ofek, Elie. "Customer Profitability and Lifetime Value." Boston, MA: Harvard Business School, 2002. Case No. 9-503-019.
4 Product (Designing for Customers) Theory Urban, Glen L., and John R. Hauser. "Integrated Design: Case Examples." Chapter 14 in Design and Marketing Of New Products. Englewood Cliffs, NJ: Prentice Hall, 1993, 385-422. Case No. 9-503-019.

Research-Related Reading

Dahan, Ely, and John R. Hauser. "Mangaging a Dispersed Product Development Process." Handbook of Marketing. Edited by Bart Weitz and Robin Wensley. New York, NY: Sage Publications, 2001.

Urban, Glen L., and John R. Hauser. "'Listening In' to Find and Explore New Combinations of Customer Needs." Journal of Marketing 68, no. 2 (April 2004): 72-87.
5 Southwest Airlines, 1993* Case Heskett, James L., and Roger Hallowell. "Southwest Airlines--1993 (A)." Boston, MA: Harvard Business School, 1997. Case No. 9-694-023.
6 The Brita Products Company Case Deighton, John. "The Brita Products Co." Boston, MA: Harvard Business School, 2002. Case No. 9-500-024.

Hauser, John R. "Note on Defensive Marketing Strategy." MIT Sloan School of Management. (PDF)

Background Reading

Bower, Joseph L., and Clayton M. Christensen. "Disruptive Technologies: Catching the Wave." Harvard Business Review (January 1995). Reprint No. 95103.
7 Customers (Behavior, Research) Theory

Simonson, Itamar. "Get Closer to Your Customers by Understanding How They Make Choices." California Management Review (Summer 1993): 68-84.

Research-Related Readings

Dahan, Ely, and John R. Hauser. "The Virtual Customer." Journal of Product Innovation Management 19, no. 5 (September 2001): 332-54.

Hauser, John R., and Vithala R. Rao. "Conjoint Analysis, Related Modeling, and Applications." In Advances in Marketing Research: Progress and Prospects [A tribute to Paul Green's Contributions to Marketing Research Methodology], 23 September 2002.

Toubia, Olivier, John R. Hauser, and Duncan I Simester. "Polyhedral Methods for Adaptive Choice-Based Conjoint Analysis." Journal of Marketing Research XLI, no. 1 (February 2004).
8 Scott Cook and Intuit Case Heskett, James L. "Scott Cook and Intuit." Boston, MA: Harvard Business School, 1997. Case No. 9-396-282.
9 Tivo Case Wathieu, Luc, and Michael Zoglio. "Tivo." Boston, MA: Harvard Business School, 2001. Case No. 9-501-038.
10 Advertising (Promotion) Theory Kotler, Philip. "Managing Integrated Marketing Communications." In Marketing Management. 11th ed. Englewood Cliffs, NJ: Prentice-Hall, 2002. ISBN: 0-13-033629-7.

Ogilvy, David. "How to Produce Advertising that Sells" and "18 Miracles of Research." Chapters 2 and 15 in Ogilvy on Advertising. New York, NY: Random House Vintage Books, 1983, 9-30 and 158-166.

Keller, Kevin L., Brian Sternthal, and Alice Tybout. "Three Questions You Need to Ask About Your Brand." Harvard Business Review (September 2002). Reprint No. R0209F.
11 Swatch* Case Pinson, Christian, and Helen Chase Kimball. "Swatch." Cedex, France: INSEAD-CEDEP, 1987.
12 BMW Films Case Moon, Youngme, and Kerry Herman. "BMWFilms." Boston, MA: Harvard Business School, 2002. Case No. 9-502-046.

Backgroung Reading

Dye, Renee. "The Buzz on Buzz." Harvard Business Review (November 2000). Reprint No. R00606.
13 Pricing (Customers, Competition) Case Dolan, Robert J. "How Do You Know When the Price Is Right?" Harvard Business Review (September 1995). Reprint No. 95501.

Thaler, Richard. "Mental Accounting and Consumer Choice." Marketing Science 3, no. 4 (Summer): 199-214
14 Tweeter, etc.* Case Gourville, John, and George Wu. "Tweeter etc." Boston, MA: Harvard Business School, 1997. Reprint No. 9-597-028.
15 Distribution (Place, Collaborators) Theory Dolan, Robert J. "Distribution Policy." Boston, MA: Harvard Business School, 1992. Case No. 9-585-045.

Background Reading

Hauser, John R. "Mathematical Derivation of Unilateral Incentives." MIT Sloan School of Management. (PDF)
16 Aravind Eye Hospital, Madurai, India Case Rangan, V. Kasturi. "The Aravind Eye Hospital, Madurai, India: In Service for Sight." Boston, MA: Harvard Business School, 1994. Case No. 9-593-098.
17 Wrap up and Review (Context) Theory


†  Product, Promotion, Price, Place and Customer, Company Skills, Competition, Collaborators, Context
*  Case eligible for group case write up

 
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